Virgin Money sponsors the London Marathon (we’ve had a lot of Marathons recently), for which thousands of people will be putting themselves through various degrees of agony in training.

Alongside this is a bespoke ‘not for profit’ website Virgin Money Giving – for people who want to sponsor runners, one that delivers more to the actual charities named than alternatives, it seems.

Do you ever get the feeling that charities are a self-serving racket?

Anyway, AlltogetherNow, CHI’s content agency, has created a campaign for it called ‘Whatever your run face,’ showing some out of puff participants.

AllTogetherNow creative director Dan Evans says: “We wanted to create a piece of film that really resonated with runners, and inspired them to take on a fundraising challenge like the London Marathon. We hope this film communicates not only the funny side of having a ‘run face’, but the enormous sense of achievement, and ultimately grace, that marathon fundraisers experience as they cross the finish line.”

In the six years since its launch in 2009, donations through Virgin Money Giving exceed £344 million – over £407 million including Gift Aid.